Walmart’s holiday strategy features ‘more’ toys, online influencers
Walmart is banking on expanded assortments, in-store events and new digital enhancements to lure former Toys “R” Us shoppers this holiday season.
The retail giant on Friday unveiled a multi-pronged holiday strategy that emphasizes more toys, in-store "play dates" and online influencers, among other benefits — all in hopes of grabbing wallet share from customers who used to rely on Toys “R” Us for their holiday shopping. For example, Walmart is expanding its assortment by 30% in stores and by 40% online, and both offerings include “hundreds of new exclusive toys,” according to the company.
Walmart also wants shoppers to “experiment” with the merchandise before making a purchase. For the second year, the discount giant will throw in-store themed parties. Specifically, Walmart has more than 2,000 “toy play dates” planned for the next two months at its super centers across the country. Events, which will highlight specific brands or product roadshows, will feature product demonstrations where customers will be able to test top holiday items, the chance to pose for pictures and receive giveaways.
Walmart will augment the “play dates” online by adding digital content from social media influencers, a move that will help customers make better purchase decisions. The retailer will feature content from 25 toy influencers who will offer advice, reviews and recommendations. The content will pair up with curated toy collections, enabling customers to shop for toys by trending item, age, character or brand, among other categories.
To make it easier for customers to snag the season’s hottest toys, the discounter also launched its layaway program on Aug. 31 — one day earlier than last year — giving shoppers the entire season to pay off items in installments. Walmart will also be making items eligible for free two-day shipping on orders over $35, as well as available for its in-store pickup service.
“We are making even bigger investments in the category to ensure we have the widest selection of toys at the best prices and an unmatched in-store and online experience to show customers the best place to shop for toys is Walmart,” said Anne Marie Kehoe, VP of toys, Walmart U.S.
Walmart expects its holiday strategy to appeal to U.S.-based customers who would have made holiday purchases at the now defunct Toys “R” Us chain. Toys “R” Us filed for bankruptcy in September, struggling under a heavy debt load and several years of lackluster sales due to increased competition from online competitors and discounters. Despite efforts to restructure its business, on March 15, Toys “R” Us informed a U.S. bankruptcy court that that it would close its U.S. stores.
Following a liquidation sale, the toy retailer finally closed its doors on Friday, June 29.
The retail giant on Friday unveiled a multi-pronged holiday strategy that emphasizes more toys, in-store "play dates" and online influencers, among other benefits — all in hopes of grabbing wallet share from customers who used to rely on Toys “R” Us for their holiday shopping. For example, Walmart is expanding its assortment by 30% in stores and by 40% online, and both offerings include “hundreds of new exclusive toys,” according to the company.
Walmart also wants shoppers to “experiment” with the merchandise before making a purchase. For the second year, the discount giant will throw in-store themed parties. Specifically, Walmart has more than 2,000 “toy play dates” planned for the next two months at its super centers across the country. Events, which will highlight specific brands or product roadshows, will feature product demonstrations where customers will be able to test top holiday items, the chance to pose for pictures and receive giveaways.
Walmart will augment the “play dates” online by adding digital content from social media influencers, a move that will help customers make better purchase decisions. The retailer will feature content from 25 toy influencers who will offer advice, reviews and recommendations. The content will pair up with curated toy collections, enabling customers to shop for toys by trending item, age, character or brand, among other categories.
To make it easier for customers to snag the season’s hottest toys, the discounter also launched its layaway program on Aug. 31 — one day earlier than last year — giving shoppers the entire season to pay off items in installments. Walmart will also be making items eligible for free two-day shipping on orders over $35, as well as available for its in-store pickup service.
“We are making even bigger investments in the category to ensure we have the widest selection of toys at the best prices and an unmatched in-store and online experience to show customers the best place to shop for toys is Walmart,” said Anne Marie Kehoe, VP of toys, Walmart U.S.
Walmart expects its holiday strategy to appeal to U.S.-based customers who would have made holiday purchases at the now defunct Toys “R” Us chain. Toys “R” Us filed for bankruptcy in September, struggling under a heavy debt load and several years of lackluster sales due to increased competition from online competitors and discounters. Despite efforts to restructure its business, on March 15, Toys “R” Us informed a U.S. bankruptcy court that that it would close its U.S. stores.
Following a liquidation sale, the toy retailer finally closed its doors on Friday, June 29.